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BASF Food Fortification www.food-fortification.com 1 9/14/2012
Food Fortification
An Investment into the Future
BASF Food Fortification
Dr. Andreas Blüthner Teamleader
Better Foods for Better Lifes 3rd Edition
Fondation Merieux – 13th September 2012
BASF Food Fortification www.food-fortification.com 2 9/14/2012
1. Why Food-Fortification ?
BASF Food Fortification www.food-fortification.com 3 9/14/2012
1. Why Food-Fortification ?
BASF Food Fortification www.food-fortification.com
Micronutrient Malnutrition What does food fortification look like?
Oil – Ghana Fortified with vitamin A,
Low cost package
Soup Cubes – Spain Fortified with vitamin A,
Sold accross Africa
Products from Africa:
Oil, Milk and Margarine
Cooking oil – Indonesia Fortified with vitamin A
BASF Food Fortification www.food-fortification.com 5 9/14/2012
FF Projects Chile
Brazil
Bolivia
Venezuela
Dom. Rep. Cuba
Indonesia
Cambodia
Bangladesh India
China Turkey
Libya
Togo
Morocco
Congo
Cen. Af. Rep.
Sudan
Ethiopia
Tanzania
Uzbekistan
Pakistan
South Africa
Egypt
Algeria
Belarus
Burkina F.
Benin
Peru
Germany
El Salvador Guatemala
Cote d’Iv.
Ghana
Iran
Jemen
Canada
Colombia
Kenya
Malaysia
Nicaragua
Nigeria
Philippines
Zambia
Saudi Ar.
Senegal
Spain
Syria
Thailand
Uganda
USA
Vietnam
Arab
Emir.
Mongolei
Cameroon
Active and potential FF countries
Global Overview
BASF Food Fortification www.food-fortification.com
Micronutrient Malnutrition The Global Challenge
1 million children to die before the age of five
50,000 women to die during or soon after childbirth
19 million infants to be born with impaired mental capacity
100,000 infants to be born with preventable physical defects
6 billion US$ in lost adult work performance
In the next 12 months, vitamin and mineral deficiencies will cause globally:
Vitamin A deficiency affects 40-60% of children under-five in the
developing world, compromising immune systems, and causing a
million deaths a year.
Source: GAIN, UNICEF
BASF Food Fortification www.food-fortification.com
Complementary Interventions Supplements, Fortification, Dietary Diversification
Covera
ge
Time
Years 0 5 10 15 20
Fortification
Supplementation
Dietary improvement
Vietnam Egypt
Bolivia
Nigeria South Africa
Central America
Columbia, Ethiopia,
Mongolia, India
BASF Food Fortification www.food-fortification.com 8 9/14/2012
Cost of Fortification - Selected Product Applications
Product Level Impact on food price
Sugar (vit. A) 50 IU/g @ 0,5 – 1 %
Flour (vit. A) 10 IU/g @ 0,2 – 0,5%
Veg. Oil (vit. A) 45 IU/g @ 0,1 – 0,5 %
Milk (vit. A) 10 IU/g @ 0,1 – 0,4%
Yoghurt ”Big 5” @ 0,2 – 0,5%
Soup Cubes (vit. A) 200 IU/g @ 0,1 – 0,3%
…Fortification is not costly – but cost-effective
Micronutrient Malnutrition
Cost of Food-Fortification
BASF Food Fortification www.food-fortification.com
VM Deficiencies
Economy/ Employment
Education
Health
Poverty/
Standard
of Living
Estimated Economic Impact (GDP) in Selected Countries:
Kenya - 0,8 % ~ 328 Mio US$
Ghana - 1.1% ~ 660 Mio US$
S. Africa - 0,4% ~ 2300 Mio US$
Pakistan - 1,7% ~ 256 Mio US$
Iran - 0,3% ~ 151 Mio US$
Thailand - 0.4% ~ 113 Mio US$
China - 0,2% ~ 274 Mio US$
Philippines - 0,7% ~ 122 Mio US$
Vietnam - 0,6 % ~ 476 Mio US$
India - 1.0% ~ 1102 Mio US$
Uzbekistan - 1,2% ~ 372 Mio US$
Kazakhstan - 0,6% ~ 300 Mio US$
Peru - 0.5% ~ 580 Mio US$
Paraguay - 0,7% ~ 112 Mio US$
Data: UNICEF/MI Damage Report and US Government (2003)
Micronutrient Malnutrition Benefits of Food-Fortification
BASF Food Fortification www.food-fortification.com
Cost-benefit ratio: Food Fortification: 1:200 Supplementation: 1:43
Copenhagen Consensus Rating 2008/2012:
Micronutrient Malnutrition
Challenges and Solutions Cost-Effective Investment into Development
Rating Rank Challenge Opportunity
Very Good 1. Malnutrition Micronutrient supplements for children
2. Trade Implement the Doha Development Agenda
3. Malnutrition Micronutrient fortification
4. Diseases Expanded immunization coverage for children
Good 5. Malnutrition Bio-fortification
9. Malnutrition Community-based nutrition promotion
10. Women Provide support for women’s reproductive role
Fair 13. Water Rural water supply
www.copenhagenconsensus.org
BASF Food Fortification www.food-fortification.com 11 9/14/2012
2. Our Approach to FF
BASF Food Fortification www.food-fortification.com 12 9/14/2012
The ‚Dual Bottom Line‘
Business success
Partnerships
Innovation Communication
CSR1)
Employer Branding Market access
‘Dual Bottom Line’ benefits estimated 1,5 times of sales value*
1) CSR = Corporate Social Responsibility
* FH LU (2010)
BASF Food Fortification www.food-fortification.com 13 9/14/2012
Our Partnership Contributions
Product
Solutions
Processing
Solutions
Societal
Contributions
Technical capacity building
Analytic support and guidance with trials
Support for quality control (test kits)
Access to cost-effective, stable and save products
Innovative packaging solutions
Support in marketing and business planning
Support for realizing communication benefits
Partnerships with international organizations
Access to academic network and alliances
Positioning in multi-stakeholder fortification alliance
Access to international know-how
BASF Food Fortification www.food-fortification.com 14 9/14/2012
Product Solutions: Highly Stable Vitamins
Simple Spray Dried Material vs. BASF Encapsulated Vitamin
Beadlets are up to 80% more stable and cost-effective. Encapsulation
guarantees desired health safety and impact of fortification projects
Quality, Effectiveness and Cost Effectiveness
Dry Fortification
BASF Food Fortification www.food-fortification.com
Cis- versus and all-trans Retinol
Decisive for effectiveness of VA oil FF is all-trans retinol
All-trans retinol is more stable compared to cis-forms because
cis-forms are more likely to form kitols, which are not bioavailable.
OR
O
O
R OOR
All trans Vitamin A
// (Stable)
Kitols – no Vitamin A effect
Cis Vitamin A
+
The di-en compound must be Cis-form Ref: Runge F and Heger R, J. Agric. Food. Chem.
Vol 48, no 1, 2000
Quality, Effectiveness and Cost Effectiveness
Oil Fortification
BASF Food Fortification www.food-fortification.com
0
10
20
30
40
50
60
70
80
90
% Remaining
after 21 days
45°C
BASF Competitor 1 Competitor 2 Competitor 3
Stability in flour
Quality, Effectiveness and Cost Effectiveness
Stability of VA in Application
BASF Food Fortification www.food-fortification.com
Contact SAFO Technical Advisory Team: Claus Soendergaard
Global Application Manager claus.soendergaard@basf.com
Technical Advisory Service
BASF Food Fortification www.food-fortification.com 18 9/14/2012
FF Partnerships:
Basic Principle
BASF Engagement Model with Partners
Common goal
Mutual
benefit
Complementing
Contributions
Diverging
interests
Diverging
Interests
Differing
motives
Differing
motives
BASF Food Fortification www.food-fortification.com 19 9/14/2012
FF Partnerships:
Complementary Contributions
Partnership: Goal & Complementary Contributions
GIZ/UN/Government/NGO‘s BASF
Common Goal: Reaching 100 Mio undernourished people with Vitamin A fortified foods
Multi-stakeholder dialogue with local partners Technical and analytic support for local
companies (customers)
Institutional development of local governments Quality control (Test Kits)
Advice on developing local industry standards
and labelling schemes
Business planning with customers
Advice on regulatory processes
Scientific advice (fortification level calculation)
BASF Food Fortification www.food-fortification.com
Danone DREAM Project
(Bangladesh)
Price: € 0,06 per 90g cup
Cup: Bio-Degradable (BASF)
Nutrients: BASF
Strategy: Market Entry backed
by profitable products, decentra-
lized, HQ-driven
Production: Small and local
Supply: without cooling chain
Distribution: ‘Danone Ladies’
Financing: Grameen Bank ->
loans for distribution trolleys
Strong COM benefits for brand
MNC BoP Project: ‚Shoktidoi‘
(Best Practice)
BASF Food Fortification www.food-fortification.com 21 9/14/2012
Creating a FF Champion
(Best Practice)
Success Story Oil FF Indonesia
Business success
Partnerships
Scientific Marketing Customer Recognition
and Loyalty
Gov Relations
Employer Branding Media
SunCo took ‘dual bottom line’ advantages from oil fortification -> Customer Success
SunCo VA Oil was internationally awarded as ‘Indonesian Superbrand’ in 2010
BASF Food Fortification www.food-fortification.com 22 9/14/2012
Market Framework and
Quality Control
Oil Fortificaton: Market Segements and Target Group Reach
Reach into Target Group Upper Market Segment Snacks, Milk, Bottled Oil…
Middle Class
Pouches
BoP
Barrels §
Same products differ in packaging material and size depending on BoP segment
BASF Food Fortification www.food-fortification.com
Vitamin A Analysis Hardware available for Vitamin A Analysis
23 INTERN
1. HPLC 2. BASF TestKit 3. iCheck TestKit
30,000USD for equipment
Technical highly trained staff
50-100$ per analysis
Cost effective 0,02-0,05$
pro analysis Ready to use
Low skills required
Testing closer to the end
60% less cost compared to
common methods 8-15$ pro analysis
Reduced analysis time
Lower technical demands High precision
22/8/1012
BASF Food Fortification www.food-fortification.com 24 9/14/2012
BASF Food-Fortification
www.food-fortification.com
Thanks for your
attention
• Hunger Maps
• Legislation
• Potential Calculator
• FF News
BASF Food Fortification www.food-fortification.com 25 9/14/2012
FF Program Sequences (1)
FF Engagement Model: Clock
Advocacy stage
Facilitation of multi-stakeholder dialogue
Consensus building on optimal
fortification levels
Producer Awareness
(Management & Technical)
Technical pilot phase
Technical capacity building for
staple food producers
R&D approval, management commitment
Business plans including CSR aspects
and cost-effective BoP business models for producers and association
BASF Food Fortification www.food-fortification.com 26 9/14/2012
FF Engagement Model: Clock
Voluntary/Standard setting phase
Include FF into standards, labelling
and legislative frames
Involvement of public sector partners
Involve local media, government and
Producers into awareness raising
Quality control and compliance stage
Advice to national authorities on developing a long-term strategy on legislation
Support for the development of monitoring, evaluation and quality control capacities
Provision and introduction of Test Kits
FF Program Sequences (2)
Recommended